You, Me & CPG by Haines McGregor - ‘The More Creativity Makes People Feel - The More People Buy, Give, Vote, and Do!’ JOHN KEARON on Predicting Politics, The Success of System 1 & The Formula for Successful Innovation #16

‘The More Creativity Makes People Feel - The More People Buy, Give, Vote, and Do!’ JOHN KEARON on Predicting Politics, The Success of System 1 & The Formula for Successful Innovation #16

Explicit content warning

06/26/24 • 52 min

The more that creativity makes people feel, the more that they’ll buy, give, vote and do.
That’s the sharp insight that can only be attributed to a powerhouse like John Kearon, a creative catalyst with a grip on the industry that few among us can comprehend.
He joins us on a fascinating episode of You, Me & CPG, as we look at how decisions follow emotions, what made the Dove ‘Real Beauty’ pitch such a work of genius, and the 80-20 rule which all the best innovative brands follow.
This episode covers

Why election results are so predictable before campaigns even start
The genius step that got Dove’s ‘Real Beauty’ campaign off the ground
System 1 vs System 2 thinking
What makes 80% familiarity and 20% novelty the perfect mix
How emotions drive decision-making

John Kearon: https://www.linkedin.com/in/john-kearon-system1/
System1: https://system1group.com/
https://www.linkedin.com/company/system1group/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
https://www.linkedin.com/company/haines-mcgregor/
https://www.instagram.com/hainesmcgregor

Why election results are so predictable before campaigns even start
The genius step that got Dove’s ‘Real Beauty’ campaign off the ground
System 1 vs System 2 thinking
What makes 80% familiarity and 20% novelty the perfect mix
How emotions drive decision-making

John Kearon: https://www.linkedin.com/in/john-kearon-system1/
System1: https://system1group.com/
https://www.linkedin.com/company/system1group/

Previous Episode

undefined - ‘Looking Good and Actually Feeling Good.’ - JESSICA GLOVER on the Convergence of Health & Wellbeing Categories, How to Cut Through a Cluttered Space and Tapping Into Gen Z #15

‘Looking Good and Actually Feeling Good.’ - JESSICA GLOVER on the Convergence of Health & Wellbeing Categories, How to Cut Through a Cluttered Space and Tapping Into Gen Z #15

No industry is static, nor can it stand on its own - the coalescence of beauty with health proves just as much.

Jess Glover remains on the forefront of such a movement, an aspirational marketer with roles formerly in Reckitt, L’Oreal, Coty and Haleon.

Now continuing to forge her path with Biomel, she shares the key to why consumers want the best of every world, and just how to give it to them...

This episode covers

Why, and how, the beauty and health categories are blending
Generational shifts in demands from FMCG products
Increasing awareness for the gut health movement
Quick fixes vs long term solutions
Why you should sell your story to a toddler
Her optimistic perspective on the future of the CPG industry

Jess Glover: https://www.linkedin.com/in/jessicaeglover/

Next Episode

undefined - “Telling The Truth Doesn’t Make You Very Popular.” PAUL THOMAS on Radical Candour & Why Honesty and Trust Are The Foundation for Commercial Success’ #17

“Telling The Truth Doesn’t Make You Very Popular.” PAUL THOMAS on Radical Candour & Why Honesty and Trust Are The Foundation for Commercial Success’ #17

Paul Thomas’ honesty is an unstoppable force; his truth might make for uncomfortable listening, but it’s the only way he knows.
He’s amassed experience with Asahi, Guinness, Peroni and currently resides with Suntory, and has walked both sides of the client-agency line - so rare is it to hold so many insights within a single human brain...
Paul joins us on You, Me & CPG to break down the power that trust and honesty give you, he dispenses relationship counselling for research consultants struggling with brands, and gets to the root of marketing’s perception problem.
This episode covers